Short addendum to yesterday’s post. I mentioned that it’s easy to dismiss ideas as shit out of hand – that’s true and we should take care before we do so. However, whilst we’re worshiping at the altar of ‘idea’, we should also remember that not all ideas are created equal – some ideas genuinely are shit. When people are under intense pressure to come up with one, they’re sometimes too busy singing hallelujah when one comes along that they forget to think about whether it’s actually any good or not. It does everyone involved a disservice if someone doesn’t call that turd a turd. In our business, that really should happen a long time before an ad lands in my inbox to go into everyone’s favourite pre-test. Quite often, it doesn’t – and if it is shit, I won’t be too shy to tell you.